Service Quality Level as the Determinant of Consumer Emotional Loyalty and Fantasy in South Africa’s Pick & Pay Chain Stores

Authors

  • Richard Chinomona Vaal University of Technology, South Africa
  • Maxwell Sandada Vaal University of Technology, South Africa

Abstract

Despite the increase in research focusing on service level in retailing sector, there seem to be lack of studies that have investigated the influence of service quality level on customer emotional loyalty and fantasy in the African retailing context. Therefore, using a data set of 151 from athletes in Gauteng Province of South Africa, this study examines these relationships. All the posited two hypotheses are supported. The results indicate that retailer service level has positive and significant influence on consumer emotional loyalty and consumer fantasy. The research paper discusses both academic and managerial implications of the results and future research directions are suggested.

DOI: 10.5901/mjss.2013.v4n3p579

Downloads

Download data is not yet available.

Downloads

Published

2013-09-03

Issue

Vol. 4 No. 3 (2013): September 2013

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

How to Cite

Service Quality Level as the Determinant of Consumer Emotional Loyalty and Fantasy in South Africa’s Pick & Pay Chain Stores. (2013). Mediterranean Journal of Social Sciences, 4(3), 579. https://www.richtmann.org/journal/index.php/mjss/article/view/513